News

Mullen is the new agency-of-record for National Grid, one of the largest energy delivery companies in the U.S. Mullen was awarded the business following a competitive review of agencies. National Grid, which serves electricity and natural gas customers in New England and New York, will work with Mullen on integrated marketing, including a brand launch and ongoing product and service marketing, customer relationship management and energy efficiency programs.

“Mullen delivered a text-book case in truly integrated thinking from the strategy, to the media, to the creative,” said John Caroselli, National Grid executive vice president of Customers and Markets. “They showed us a powerful, brand unifying idea that will generate increased consumer awareness and engagement with National Grid.”

“There aren’t many categories more important than energy,” said Joe Grimaldi, chief executive officer of Mullen. “We’re thrilled to represent National Grid, a company that is leading the way in energy innovation and customer service.”

National Grid came to the U.S. in 2000, with the acquisition of New England Electric System. Since then, four more energy delivery companies in New England and New York have become part of National Grid, most recently KeySpan, which joined National Grid in August 2007.

According to Caroselli, Mullen has been appointed at an important time as National Grid begins to convert the KeySpan name to National Grid.

Caroselli commented, “Mullen will provide valuable support to help us deliver a focused communications plan to our valued customers both within the former KeySpan and existing National Grid territories.”

About National Grid

National Grid is an international energy delivery company. In the U.S., National Grid delivers electricity to approximately 3.3 million customers in Massachusetts, New Hampshire, New York and Rhode Island, and manages the electricity network on Long Island under an agreement with the Long Island Power Authority. National Grid is the largest power producer in New York State, owning 6,650 megawatts of electricity generation that provides power to over one million LIPA customers and supplies roughly a quarter of New York City’s electricity needs. It is also the largest distributor of natural gas in the northeastern U.S., serving approximately 3.4 million customers in New York, Massachusetts, New Hampshire and Rhode Island. For more information, visit www.nationalgrid.com